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Research Note 56

The Climate Challenge Fund

With the Government’s Act on CO2 campaign recently launching a controversial advertising campaign on climate change issues, there is an increased focus on how the Government is engaging with the public over climate change. Public information campaigns – like that warning people about stroke symptoms – can be legitimate. But have climate change communications crossed the line into political propaganda?

This note puts recent controversies in context by looking at grants made under the major Department for the Environment, Food and Rural Affairs (DEFRA) scheme, the Climate Challenge Fund (CCF). The CCF was run by DEFRA between summer 2006 and March 2008. It allocated £8.6 million to 83 projects across England. It aimed to raise awareness about climate change and encourage certain attitudes and beliefs, such as “climate change is the result of human behaviour”.

The information in this research note was provided by the Department of Energy and Climate Change (DECC) in a response to a Freedom of Information request or obtained through investigation of organisations’ websites. In December 2008, an evaluation commissioned by DECC of the CCF projects was completed. It is still in “the process of being published onto the DECC website” but was again provided in a response to a Freedom of Information request.

Key findings

§ £8.6 million was distributed in CCF grants: £4.7 million in 2006-07 and £3.9 million in 2007-08.

§ Of that total, £1.9 million was provided to projects explicitly targeted at young people. This may understate the extent of efforts to communicate to young people though, as many other projects which did not explicitly target them made use of activities like music concerts or cartoons that suggest an interest in reaching younger people. £400,000 was distributed to projects explicitly targeted at black and ethnic minority (BME) groups.

§ The evaluation suggested a number of problems with schemes: they often preached to the converted, there was often little evidence of projects delivering on the scheme’s objectives and many websites were set up but relied “on serendipity to deliver visitors to their websites”. It also suggested that some projects addressed other priorities of organisations receiving grants, and suggested that future funds should avoid “simply providing a way to secure additional resources.”

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§ The rest of this research note discusses a number of notable projects funded under the CCF.

Notable examples

University of East Anglia, From Cromer to Kyoto: a journey discovering climate change and how we can make a difference

The University of East Anglia received a grant for £16,245 to promote their findings on climate change and what can be done about it. The University of East Anglia’s Climatic Research Unit (CRU) was at the centre of a recent scandal after e-mails were leaked. An Independent Review looking into the scandal has been launched at the university, which will be headed by Sir Muir Russell. The Information Commissioner’s Office have said that, by failing to release data, the head of the CRU – Professor Phil Jones – and his colleagues breached Freedom of Information regulations.

CTC Charitable Trust, The Cycling for Women project’s climate film & campaign

CTC Charitable Trust received grants of £296,000 which support a “Cycle Hero” campaign. The campaign was initially intended to target female cyclists, but was expanded after DEFRA advised that was too specific. The DECC evaluation sets out how that money was spent:

“The Cycle Hero project received £296,000 of funding from the CCF, with a further £280,000 secured in match funding from other sources, including the CTCs own internal resources. The film production and distribution as well as the DVD production and the production of other materials and development of the website accounted for three-quarters of the Defra funding. Around 6% of the funding was spent on events and workshops and another 15% on project management. Around 2% of the funding was spent on PR coverage. It is likely that the cost of the evaluation was covered by the match funding as it does not appear as an explicit item in the CCF6 form.”

While the scheme was quite high profile, there are doubts over its effectiveness in terms of achieving CCF’s objectives:

“The evaluation showed that awareness had not actually improved, and on some key Defra questions, agreement with the statements had actually gone down.”

The central problem appears to have been that the scheme targeted a group already relatively convinced by the messages DEFRA wanted to promote.

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Figure 1: Screenshot from Cycle Hero

Figure 2: Screenshot from Cycle Hero

Figure 3: Screenshot from Cycle Hero, appears to be based on “I’d like to buy the world a Coke”

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Figure 4: Screenshot from Cycle Hero

Forkbeard Fantasy, Invisible Bonfires

Forkbeard Fantasy is a company that produces animated films often presented in conjunction with a live show. They also receive taxpayer funding from the Arts Council England. Their work has included films called “The Bonehunter, Worm, Night of the Gnat and The End.”1

As part of the Invisible Bonfires project, which received £77,698 in funding from the Fund, they produced a seven minute animated film about “Carbon Weevils” (or, humans). Two screenshots illustrate the film’s tone and style:2

Figure 5: Screenshot from the Carbon Weevils animated film

1Those titles are taken from an online catalogue here: http://www.forkbeardfantasy.co.uk/new_shop_films.html 2 The video can be viewed here: http://www.youtube.com/watch?v=nALyKU_N5x0

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Figure 6: Screenshot from the Carbon Weevils animated film

It was promoted in theatre shows across England, on a DVD and in workshops.

The National Energy Foundation, LogiCity – A real-life climate change game... Will you Survive?

The National Energy Foundation received grants of £295,000 for two versions of an interactive computer game “illustrating climate change impacts and the effects of society’s an individuals’ actions.” The game appears to have been produced by the firm skills2learn, it is still available online and portrays major fires and floods.3

Figure 7: Screenshot from LogiCity

3 http://www.logicity.co.uk/game/main.htm

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Figure 8: Screenshot from LogiCity

Global Action Plan, Making the Carbon Connection

Global Action Plan received grants of £49,227 to produce a “unique interactive display”, the

“Carbon gym”. This involves “Carbon Weights” to “enable people to feel the weight of CO2 produced by making different lifestyle choices”, a “Carbon Rower” to show people “the volume of CO2 produced through different activities” and an “enhanced “Energy Bike” that “enables people to see how much energy different appliances use.”

The DECC evaluation notes that, while Global Action Plan claim to have received positive feedback at their events, the scheme did not appear to have changed attitudes when attendees were asked on an anonymous survey:

Global Action Plan (GAP, AE014), for instance, noted in their CCF9 report that, “The evaluation questionnaires have not found a significant difference in attitudes before and after use of the [Making the Carbon Connection] display. This does not seem to match with oral feedback received at events.” Their evaluation results are shown in Table 2 (next page) and appear to bear out their conclusion that attitudes changed little between their pre-intervention questionnaire and follow-up email survey.

Pictures of the devices are available on Global Action Plan’s website:4

4 http://www.globalactionplan.org.uk/carbon-gym and http://www.globalactionplan.org.uk/energy-bike

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Figure 9: Carbon Weights and Carbon Rower

Figure 10: Energy bike

Yigal Allon Educational Trust, Operation Climate Control Game and Educational Pack for Schools

The Yigal Allon Educational Trust received a grant of £49,480 to produce a “fun and engaging multi-player computer where the player’s role is to decide on local environmental policy, and interact with other players to decide global policy.” The game can still be played online.5

The DECC evaluation report suggests that the impact of the scheme was intended to come largely through “pester power”:

“Red Redemption [the developers of the game] also recognise that many energy and transport decisions are made by parents, but they feel that educating children has a role to play, because children can use pester power to change their parents‟ behaviour.”

The report also suggests that some children were put off after discovering the game was about climate change:

5 http://www.operationclimatecontrol.co.uk/content

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“While Red Redemption found that schoolchildren were usually excited about the prospect of playing a game, they were sometimes then disappointed to find that the game was about climate change.”

The report says that 1,048 active sessions (games with at least one player) created between July 2007 and April 2008. That implies that the project cost around £47 in grant funding per game played, to which the opportunity cost of class time used to play the game can be added.

Figure 11: Operation Climate Control screenshot, character selection

Figure 12: Operation Climate Control screenshot, the transport task

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Figure 13: Operation Climate Control screenshot, recommending airships

The Friends of Finsbury Park, The Climate Change Tent at FinFest 2006

The Friends of Finsbury Park received grants of £17,434 to run a “solar powered circus tent” at FinFest 2006 which will host “performances and workshops” designed to “communicate the climate change message to festival audience in an inclusive and accessible way”.

Figure 14: FinFest flyer

Carbon Neutral North East (CNNE), Experiential climate dome

Carbon Neutral North East (CNNE) received grants of £396,026 to produce a “spectacular ‘climate dome’”, including a “climate wall, an audio-visual projection on both the internal

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and external fabric, developed with scientists and TyneTeesTV”. The dome was produced by Sumo design, who include a picture of it on their website.6

Figure 15: Experiential climate dome

Rite2no – young people’s climate change project / Parklands High School, ‘Right to Know’

Rite2no received grants of £39,810 to produce a half hour DVD/Video and activity pack. The video is available online.7

One part of the video presents quite an extreme vision of the future. A number of schoolchildren are taken forwards in time to 2020. Their classroom, in the future, is extremely hot and everyone is sweating profusely. A teacher tells the class:

“Severe weather warnings are commonplace, our coastal areas are threatened daily by rising sea levels, learning to swim has become compulsory for every child, and sun glasses - which once used to be like a fashion accessory for the rich and famous - they're now a practical necessity for us all. Water shortage is becoming a major problem.”

There are hurricane and tornado shelters in Britain. One of the students faints from the heat. They are then attacked by insects.

6 http://www.sumodesign.co.uk/our-work/climate-dome.html 7 http://www.youtube.com/watch?v=gk7H8Wjf-_Q

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Figure 16: Rite2No screenshot

Figure 17: Rite2No screenshot

Figure 18: Rite2No screenshot

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Full table of projects

Table 1: Full table of projects funded by the DEFRA Climate Challenge Fund

Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ IVCA Ltd Inspiring the To produce a dynamic campaign to assist both 66,140 72,250 Communicators International Visual Communication Association (IVCA) members and non members to increase their awareness of climate change issues. Woodcraft Folk C Change: This project would build on an existing 111,935 138,169 Communicating international event - Global Village Youth climate change Festival. This event will engage young people in by young people climate change awareness and attitude to young people modification through practical projects whilst having fun at the same time. Transport 2000 Tomorrow’s Tomorrow's England would build upon "Painting 35,232 74,381 Trust England the Town Green" to take climate change from the global perspective down to the local. A series of pamphlets - How will Climate Change Affect ME? - would be produced, each relevant to an English Region and reaching down to the local level. Friends of the Engaging Friends Of the Earth (FOE) has developed a 175,407 167,758 Earth Trust tomorrow's campaign called The Big Ask, designed to get leaders in the public asking questions about climate change climate such as Why is it happening? How will it affect challenge me? And what can I do about it? In addition, we are holding a series of music concerts called The Big Ask Live to take the message out to a wider audience. The Association Business Climate This project aims to provide clear, compelling 57,046 40,919 of Town Centre Champions and factual messages on climate change, and to Management relate this to local situations affecting 100,000 (ATCM) city, town and village centre businesses. This information will be disseminated through the existing ATCM network Cambridge Promoting A suitably qualified researcher and writer from 5,160 0 Carbon climate change the Asian community (a member of Cambridge Footprint awareness via Carbon Footprint) will write a fortnightly column Asian Voice about Climate Change issues to be published in newspaper the Asian Voice newspaper. The articles will build on research about current attitudes towards climate change within the South Asian target audience and tailor the use of culturally specific examples to communicate a positive, inspirational, relevant message about climate change.

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Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ Scouts Be Prepared for To engage Scouts across England to motivate 13,790 19,436 Association the Future them to take action at a local level. Groups will be encouraged to engage in initiatives to develop partnerships with non-scouting children, schools, local businesses. An annual Climate Change award will be given to groups that establish the most innovative initiatives to tackle climate change. Quarterly activities linked to a different theme for each season and available through programmes online; The delivery of themed training days and guided tours for school groups and adult visitors to Gilwell Park. National Trust Climate change A photographic exhibition that aims to reveal 99,000 14,700 Here & Now; and explain the very real impacts of climate Photographic change across the UK, by using National Trust Exhibition sites and stories as examples. The exhibition would tour a wide range of National Trust properties in every English region. Forkbeard Invisible Bonfires The project involves the creation and touring of 25,100 52,598 Fantasy a multi-media theatre production confronting climate change, getting people to think about this issue in entirely new and unexpected ways. The project tackles topics; evolution, world carbon deposits, climate change and science. The National LogiCity - A real- Development of an interactive computer game 142,000 153,500 Energy life climate illustrating climate change impacts and the Foundation change effects of society's and individuals' actions. Two game….Will you versions will be released during the period of Survive? the project; one will contain the major part of the subject matter and messages we are trying to get across. It will be released to a limited audience in order to seek feedback on how messages are received and how playable and accessible the software is as a game. The second version will take into consideration the comments received and improve the message we want to communicate and make the game attractive to many more people. National Bringing Climate The National Federation Women’s Institute 27,602 27,602 Federation of Change Home; (NFWI) will recruit up to 160 Women’s Institute Women's Changing (WI) members to carry out an innovative project Institutes attitudes that will change attitudes towards climate towards climate change amongst the wider WI membership as change amongst well as their friends, families and communities. members of the Global Action Plan will train these 160 WI Women's' members from all regions across England to act Institute as EcoTeams facilitators. These facilitators will then recruit fellow WI members to carry out a practical community-based programme called EcoTeams.

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Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ School Councils Climate Schools Council UK plan to develop two 81,326 14,700 UK Challenge e- communications activities/ products; an e- learning game learning computer game and a Policy Maker and toolkit tool. The objective is to develop effective, self- sustaining, interactive communications tools that create greater awareness of climate change amongst young people, and give a sense of everyday practical steps they can take to make a difference as an individual and collectively. Global Action Making the Creation of a unique interactive display 24,147 25,080 Plan Carbon consisting of 1.) The Carbon Weights which connection enable people to feel the weight of CO2 produced by making different lifestyle choices. 2) The Carbon Rower- a converted rowing machine showing people the volume of CO2 produced through different activities. 3) An enhanced Energy Bike- an exercise bike that enables people to see how much energy different appliances use. 4) Display boards highlighting how the above items make the carbon connection. 5) Climate change awareness leaflets, quizzes and emails for people who have used the display. 6) Promotional materials for the display. British The Climate The Climate Challenge Community X-Change will 30,000 0 Association for Change begin with a series of 4 one-day workshops. the community x- Knowledge providers will inform and guide Advancement of change dialogue on climate change with a panel of 40 Science people from across the socio-economic spectrum including scientists, young people and individuals from hard to reach groups. Outputs from the Climate Change Community X-Change will be used to create resources. These resources will be disseminated through existing communication channels. They will form the basis for 20 rollout events, targeting at least 400 people. Wmnet - Young People's Groups of young people are to work together; in 75,000 85,000 Shropshire Climate Change and out of school, with each other, teachers, County Council Messages experts, marketers, animators and moderators to collaboratively build shared knowledge and opinions about climate change through online debate and discussion. They will use technologies that support peer to peer communications and knowledge building, e.g. video-conferencing, wikis, chat, blogs, texting and collaborative learning platforms. The end product will be a series of innovative messages and graphics that have been fully tested and owned by young people themselves, disseminated through a range of traditional and new media channels.

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Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ Harrison Studio Greenhouse This creative ecological art project identifies the 43,500 141,750 + Assoc Britain - Losing characteristic of Britain as an island as the (Britain) Ltd Ground: Gaining starting point for a work of art that focuses the (Greenhouse Wisdom issues of climate change. Greenhouse Britain Britain proposes the creation of a large scale model, Partnership) perhaps 200m in length - large enough to see place you live. This three dimensional model of Britain will enable us to see the waters rise. It is by engaging the individual imagination and experience, rather than didactically through the presentation of facts. CTC Charitable The Cycling for CTC Charitable Trust’s film and its 114,000 182,000 Trust Women project's accompanying materials will use cycling as a climate film & positive image to raise awareness of and campaign. attitude towards climate change. We will show that climate change is linked to our transport choices and that anyone who owns a cycle can do something to reduce their emissions from transport. New Economics CO2 Connections NEF has developed a successful game called 103,834 145,311 Foundation - teaming up to Democs which stimulates conversations about tackle the climate change that challenge people's attitudes. climate change A new area on NEF's website will be developed with a downloadable version of Climate Change Democs which can be customised for different audiences and specific interest groups; It will culminate in an Interdependence Day event in London, July 07. Royal Changing The programme will give voice to young people 29,000 69,749 Geographical Climate; and the public's views about climate change. Society with Changing Lives? The programme will provide national Institute of dissemination underpinned by regional and local British activities. This will include a touring exhibition Geographers programme. Will use accessible scientific commentary, inspirational images and the presentation of future climate change scenarios to engage with public audiences. Yigal Allon Operation; The Climate Control Game is an interactive 49,480 0 Educational Climate Control learning environment in which pupils in England Trust Game (OCCG) at key stage 3 &4 learn about the challenges of and Educational climate change. The core of the project will be a Pack for Schools fun and engaging multi-player computer game where the player's role is to decide on local environmental policy, and interact with the other players to decide global policy.

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Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ The RSA The RSA/Tesco The aim of this project is to engage children, 99,339 13,113 Schools Carbon using Tesco's existing communication channels, Calculator - A in a curriculum-based competition to reduce little change their carbon emissions, and to shift customer makes a big and employee opinion in favour of action to difference tackle climate change. The RSA are in discussion with the BBC to develop "CarbonDAQ", a virtual personal carbon trading model. This model will be adapted for children and together with Tesco we will create a curriculum linked interactive carbon footprint calculator. It is expected that secondary schools will be the target audience. Forum for the Raising The project will use existing communication 123,566 47,940 Future awareness of channels within farming organisations and the climate change, farming press, to raise awareness from currently it's causes, low levels in key area. The communications will impacts and point farmers in the direction of existing regional consequences, activities, info sources, expert advice & services with farmers & that are available. We aim to highlight practical land managers examples of what farmers are doing and the benefits that they are experiencing. The project includes events, media supplements & press to communicate. Reasons to be Think Purple Reasons to be Cheerful, the Carbon Coach, 0 15,000 Cheerful Ltd. project CarbonSense, Comic Company and National Energy Foundation have come together as Think Purple to help make CO2 visible. The project has produced purple resources for schools, organisations, and the general public which they hope will help transform how they see CO2 and how they use energy. Cambridge Promoting Working through existing channels such as 34,034 0 Carbon climate change newsletters, community events, clubs & Footprint awareness meetings the project will, in ways specific to the amongst black & cultural needs & attitudes of different BME & minority ethnic faith communities. communities & faith groups Ipswich On target for Focusing on the source of messages about 44,098 0 Borough carbon neutral climate change is an important method of Council football increasing impact. A major football club with its associated support of local media communication channels will be used to disseminate the message of climate change. Constructing Raising Aim to engage with 2000 households and 250 55,500 25,000 Excellence in awareness of businesses in West Suffolk to raise their the Built climate change awareness of climate change and the Environment in West Suffolk implications for them and potential benefits from saving energy and adapting their homes. This bid would support (but is not dependent on) a West Suffolk Carbon Reduction Partnership project, 'Tackling Climate Change and Energy Demand in West Suffolk".

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Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ University of From Cromer to The grant will provide the resource for a 3- 16,245 0 East Anglia Kyoto: a journey dimensional hands-on interactive exhibition at discovering Norwich Cathedral to be launched at the British climate change Association Festival of Science 2006. It will raise and how we can public awareness of climate change and inform make a visitors on personal, national and international difference climate change mitigation & adaptation techniques. The exhibition takes the form of a journey through time & visitors follow a serpentine trail narrated by a lively inquisitive cartoon character, Sally. They travel through years in climate history & gradually discover what climate change will be drawn from key University of East Anglia (UEA) findings on climate change is & what they can do about it. The scientific discoveries they highlight The scientific content, narrative & creative direction will be coordinated by the UEA production team. Environment Sowing the The EA & the Sustainable Development Round 6,000 0 Agency (EA) seeds Table (SDRT) has jointly produced a set of schools’ packs for key stage 2 & 3 for aiding the communication of climate change within schools. These packs have been distributed to schools in the region & a minor amount of follow up work was carried out to raise awareness of the packs and their potential uses within schools. Bolsover drama Climate Change, Many of our youth members have seen the 6,425 0 Group - Youth You CAN Make a climate change television commercials & are Section Difference generally concerned about their future. As a long standing community group we always enjoy becoming involved in our local community through our expertise of acting & public speaking. We would like to combine the above by making a DVD film starring youth members of the group to be distributed to houses in the community. The To produce a The grant is sought to put together a toolkit to 6,700 0 Wellingborough toolkit for local enable community groups to explore the issues Partnership organisations to surrounding climate change. The materials to be use to raise included in the pack are a CD-ROM containing awareness of ready-made presentations relating to the subject the factual matter. issues surrounding climate change

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Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ Derby City Derby's 7Cs - Project partners include Derby City Council, 49,916 51,538 Council Changing Bombardier Transportation, Derby College, Attitudes Derbyshire Building Society, Egg, Rolls Royce and the University of Derby. Herein referred to as the 7Cs Project Partnership. The project aims to develop a climate change communications programme targeted at some 33,000 employees in Derby. It will help the partners to better communicate this issue to help win the ‘hearts and minds’ of their employees in convincing them that climate change is happening and we can all do something about it. It will help to inform effective ways of communicating climate change issues to employees in the future. South Everyone's Local Authority’s Energy Partnership's (LAEP) & 207,500 171,500 Derbyshire talking about it its constituent local authorities & partners share District Council access to trusted, wide ranging & effective communication channels that will enable us to reach & influence the general public, local authority staff, householders, schools community & voluntary groups & staff in small & medium sized businesses in every part of Derbyshire & Nottinghamshire. We will be targeting our campaign to appeal to the 85% of people who are 'fuel rich' & also tailoring the message to suit different age groups by using appropriate images, language & media. The Friends of The Climate Experienced environmental campaigners and 14,434 3000 Finsbury Park Change Tent at professional artists will work with members of FinFest 2006 the local community to deliver a series of performances and workshops inside a solar powered circus tent in Finfest 2006. Volunteers, trained to carry out climate change awareness work in their communities will staff the tent and help to communicate the climate change message to festival audience in an inclusive and accessible way. Royal Borough Cool It! Young Cool It Day- Royal Borough of Kensington and 22,000 0 of Kensington People Chelsea (RBKC) has been running a Cool It Day and Chelsea Addressing for 3 years to raise awareness of climate Climate Change change, its impact and what individuals can do among schoolchildren in the Borough. Phase 1 of the project is to develop a toolkit for Local Authority officers, community groups and young people’s organisations (e.g. the Guide Association) to deliver similar climate change awareness days. RBKC would also like to take the Cool It! experience into schools and deliver climate change content and activities in the classroom. Content delivery and printed materials would need to be developed.

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Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ London London Climate Each EEAC will run three events in their territory 74,950 30,150 Borough of Awareness to engage the interest of the public in climate Lewisham Project change, to raise awareness of the issues and what they can do about them. This will be done in conjunction with the local authority. At each event the EEAC will engage with the public through displays, personal explanation and interactive exhibits all designed to explain this project & raise awareness of the issues surrounding climate change. The whole process will be designed to localise people's interest in the issues and show them how it will affect them. As part of this process, those LA's who have not signed the Nottingham Declaration will do so as a focus for this event. Greater London "Together this By engaging Londoners in a positive dialogue, 229,501 187,500 Authority generation can we will help develop a shift in attitudes so that tackle climate Londoners understand climate change, its change" causes, the impact it may have on their lives, and feel empowered to help tackle it. This will be delivered through a pan-London campaign utilising a wealth of existing communications channel to broadly reach all London households. The London The Bromley The project objective is to produce a survey to 30,000 0 Borough of Climate establish residents' current attitudes to climate Bromley Challenge change through an initial communication to be delivered to all residents to raise awareness of climate change. Followed by a planned series of events, road shows and exhibitions. This will be complemented by leaflets to inform and engage residents. residents will be sent detailed info on climate change and will be informed of the production of a short film on climate change and how to access it. Film to be made available on- line and in DVD/video format. London Engaging South Aims to help deliver a shift in attitudes so that 40,856 98,278 Sustainability Asian Londoners from South Asian communities Exchange Communities understand climate change, its causes, the with the impact it may have on their lives and will enable message them to feel empowered to help tackle it. Will 'together this train a team of six " Community Ambassadors" generation can to deliver stimulating, participative and multi- tackle climate lingual activities in partnership w community change' and faith groups in 4 London Boroughs. Performing arts activities will communicate the messages in an entertaining and culturally appropriate way.

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Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ London Mainstreaming Bringing together experts in climate change 73,000 75,750 Borough of Climate Change communications with key influencers in the Sutton Action in Sutton borough to adopt a three-stage approach to implement project. 1. Audience Research. 2. Changing Attitudes Communications Campaign; using expertise from an environmental communications consultant and the findings from stage 1, a communications plan & supporting materials will be developed to enable a sustained delivery campaign using a mix of communication channels. The support materials will be used to enable community groups, Planet Pledge advocates and others to deliver peer-to- peer communications that are innovative, interactive and thought-provoking. 3. Measuring success. Langdon Beck Tourism North TNE- Changing the Climate will provide a series 18,300 0 YHA East- Changing of 10 one day residential seminar courses for the Climate tourism industry professionals at YHA's leading 'Green Beacon' Youth Hostel. Also there will be a single larger event hosted within the North Pennines entitled Energy & Landscape. This will be a one day seminar involving a number of speakers examining issues preventing wider uptake of energy efficiency measures & small scale renewable power generation schemes within the North East. Carbon Neutral The experiential The Partnership will research, develop and 207,746 188,280 North East climate dome: deliver an interactive climate change outreach (CNNE) programme across the North East. The centrepiece is a spectacular 'climate dome'. The Experiential Dome will contain a variety of exhibits and interactive events, which are fun, enjoyable, encourage participation, provide sensory learners and are relevant to the different audiences. The Dome will include a climate wall, an audio-visual projection on both the internal and external fabric, developed with scientists and TyneTeesTV (based on a TV series on Climate Change in the North East). Sunderland City Bringing The proposal is to develop & promote a single, 20,500 15,000 Council emissions 'home' simple message, to allow the public to visualise to Sunderland the emissions that cause climate change. The balloon, in various forms (party balloon, hot air balloon, mini blimps) will be used to represent emissions from everyday activities.

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Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ Helix Arts Climate Change CC Explorer aims to target hard to reach young 40,941 51,931 Explorer people through 200 schools & 750 youth leaders across the North of England and involve 21000 young people in creating work on climate change. Encourage young people to set up their own Climate Change Initiative & share ideas with each other & the wider community. Make and tour a film by young people to exchange ideas on Climate Change, a virtual gallery on Climate Change. Develop & tour a Climate Change TV infowall (an attention grabbing TV- news format projection, with videos, images, maps, data & text) & interactive 'POD'. Setpoint Fostering a We will establish a network of schools in 43,746 50,352 Lancashire Climate of Cumbria & Lancashire where pupils will focus on Change in understanding and communicating issues Cumbria & relating to global climate change. They will Lancashire develop appropriate outputs that send clear and powerful messages to their peers, families, & regional communities. A coordinator will support and advise pupils, as well as taking on the administrative burden of liaising between schools on behalf of the Setpoint's & Lancaster Environment Centre (LEC). Ashton Hayes Ashton Hayes Development of a 'Carbon Neutral Toolkit', 26,500 0 Parish Council Going Carbon online tools and lecturing. The Cheshire village Neutral Project of Ashton Hayes is aiming to become the first small community in England to achieve carbon neutral status. The project is attempting to develop an easy- to-use methodology for measuring baseline emissions from a small community. This will be used to assess, each year how energy saving actions are helping reduce carbon footprint. Main aim is to inspire other UK communities to follow lead. Sustainability Raising Aim is to raise awareness on climate change 22,062 17,810 Northwest awareness of amongst the region's ethnic minority businesses; climate change what it means for them and the potential amongst ethnic benefits. Tasks: production of awareness raising minority booklet; up to 10 ethnic minority business businesses in support events; web, newsletter and other the Northwest coverage; training ethnic minority business advisors; dissemination of lessons learnt to policy - makers and business support organisations in other regions.

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Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ Rite2no- young Right to Know' Rite2no have successfully communicated on 7,396 32,414 people's climate climate change locally. This project is to enable change project replication over a wider geographical area. They / Parklands will produce a half hour DVD/Video and High School accompanying activity pack that carries a persuasive and attractive climate change messages using contemporary images and language. This will be advertised and distributed and followed up by an offer of direct contact w peers who have changed their own attitudes and lives. Youth Charter Youth Charter In phase 1 the aim is to reach a) disaffected 87,200 0 for Sport for Sport Culture young people from disadvantaged communities Culture & the & the Arts & b) sporting communities. Youth Charter Arts recognises the urgency of tackling climate change and wishes to use this project to develop the fourth theme - environment. The aim will be to provide carbon coaching for Youth Charter's social coaches - sportspeople, parents, artists and youth workers. The message is that if CO2 were purple, we would have seen the sky change colour in our lifetimes & the world would long ago have taken action to control carbon emissions. But it’s not, its invisible. Think Purple makes carbon visible and establishes a clear connection between energy use, human behaviour patterns and carbon emissions, creating a vivid, memorable and compelling brand - 'Think Purple'. Manchester Manchester is The aim of the Manchester Is My Planet (MMIP) 30,000 25,500 Enterprises my Planet campaign is to achieve attitudinal change (Manchester is EcoTeams amongst householders in Greater Manchester. my Planet) Campaign The campaign is part of Manchester's Green Energy Revolution and will engage householders, local organisations and private businesses. A newsletter, e-newsletter and website will be used to publicise information on climate change. Events and workshops will also be held around the area and education packs will be provided for schools. The educational work will support the MIMP pledge campaign to encourage people to pledge to reduce their emissions by 20% by 2010.

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Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ Global Link Trucking with Global Link will construct a multi-media 106,610 57,337 (Lancaster) Climate Change exhibition about climate change into a 23 foot x 6 foot accessible trailer, which we will tour around the North West, reaching at least 16,470 people. We will employ a project worker to tour the trailer around schools, business parks, festivals and town centres in the North west, reaching up to 16,470 people directly over the course of the funded project. We will continue to reach people thereafter with the trailer. Over the course of the project we will visit at least 16 schools, reaching approx 12,170 Liverpool World Liverpool The overall aim of the project is to work with 29,170 38,711 Centre Climate the Liverpool Schools Parliaments & School Conscious Councils to increase awareness & understanding Schools Project of climate change amongst pupils, school communities and parents & to equip pupils with the knowledge, skills & attitudes necessary to become "climate conscious citizens" Radio Regen Carbon Neutral Radio Regen's Wythenshawe FM, is the most 61,737 25,972 Community successful volunteering project on this large and Communications disadvantaged Manchester housing estate, and has extensive links with regeneration partners. This project will utilise the communications infrastructure created by the roll out of UK community radio. It will use a 'Carbon Neutral Roadshow' to allow residents of this hard-to- engage community to create their own cc messaging and harness the power of peer-to peer communication. Crawley "Let us put you "Let us put you in the picture" is an innovative 124,747 125,950 Borough in the picture" campaign to change attitudes towards climate Council change in the Crawley & Gatwick area. The aim is to change attitude on carbon emissions, energy efficiency and water usage. The message will change as the campaign progresses, initially focussed on 'Climate Change is Here', through to 'What You Can Do' and lastly 'Feel Good about Making a Difference'. Annual surveys will initially scope the project and then monitor effectiveness and enhance the campaign. The Chancellor, The Oxfordshire The Oxfordshire Climate-X-Change will create a 78,000 122,000 Masters & Climate- X- highly-networked campaign for the county’s Scholars of the Change 620,000 citizens. It will engage existing University of organised societal groups, co- ordinated by their Oxford own new volunteer, non-specialist 'climate explorers'. It will take climate change into the community, under a positive banner.

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Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ The National The Shoppers The grant will fund two related media 110,750 74,000 Energy Climate campaigns targeted at shoppers which highlight Foundation Challenge the impact shopping habits can have on climate (NEF) change. The campaigns will also encourage shoppers to 'Join the Climate Campaign' in order to get a positive change of attitude towards climate change and to evaluate how shoppers have been influenced throughout the campaigns to take action. Thames Valley To Protect & The grant is sought in order to pay for a number 13,590 0 Energy Centre Conserve of promotional activities including a roadshow event that will tour police stations and other facilities, giving climate change awareness sessions. The grant will provide display materials and Thames Valley Energy Centre staff time. Design and production of leaflets, posters and mail- shots for the campaign. Dartmoor Climate Change The grant will allow Dartmoor National Park 7,500 0 National Park - Global Authority to undertake the appropriate research, Authority Concern, Local materials production and outreach preparation Understanding behind a sustained public awareness campaign to enhance understanding of climate change issues in the local context. The overall communications theme is global concern, local understanding, whereby target audiences will be better informed of the issues, how these impact on their local environment and how they can still help to mitigate and/or adapt to the consequences of climate change in practical and effective ways. Westden Together we can Project aim is to increase awareness and 12,700 16,150 - tackle climate understanding of the facts and affects of climate change change with people living in West Devon. Objectives are to deliver key positive and clear messages through communications campaign using; website, press hits, radio, competitions in local newspaper, networking with parish and community magazines; quarterly articles and other wide media coverage and promotions. The campaign is working with communities and local schools to get people to engage with the link between climate change and individual energy use. Somerset Rising to the This campaign is a grass-roots comprehensive 124,900 113,600 County Council Challenge - awareness raising and communications (TAUNTON 4) Translating the programme, vital to bringing climate change to science of the fore of local peoples’ minds. The campaign climate change will raise awareness of the impact on quality of into positive life in Somerset, translate science behind the action for issue and empower local people to take action. Somerset Incorporating advertising; sponsorship, publications, events, promotions, roadshows, competitions, packs and seminars.

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Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ Devon Play it Cool; This project will train and support a team of 35,750 39,917 Development Climate educators in North Devon schools to raise Education Awareness in awareness of climate change as a present North Devon problem with local implications and realistic measures. We will use communication channels to reach young people and schools; recruiting young 'Climate Changers' for events and communicating with peer groups, parents and governors. The project will incorporate newsletters, web, school radio, local media, theatre productions, community meetings and a final conference. Centre for Climate Change This project seeks to raise awareness of climate 153,904 64,279 Sustainable West change through delivery of communications Energy regarding climate change predominantly through visual media. The communication channels used will be a wide range of high use council buildings plus the largest retail footfall areas there. We will also utilise council tax and newsletter mail-outs. The project will include mixed media; posters, leaflets, looped short video, billboards, online, wristbands linked to the website and information cards. Friends Of The Climate Radio The project will a positive message about what 41,500 0 Earth; Cornwall can be done to challenge climate change, this will be done by targeting the existing audience of Pirate FM. Each broadcasted bulletin will highlight positive work being done in Cornwall. The aim is to challenge negative perceptions regarding our ability to make a positive difference in the fight against climate change. Horizon South Marketing & The project will have a number of aspects: 1. 34,575 52,875 West Climate Change. Workshop Series. To engage with marketers and marketing departments of small to medium sized companies through a series of 10 workshops. 2. Regional Conference. Using the materials, ideas and examples generated from the 10 workshops, hold a one day regional conference to disseminate all of the issues raised and generate more ideas, post all papers on all partnering websites and invite regional press. 3) Materials. Make all of the workshop and conference information, as well as other relevant sources of climate change information, available through the partner organisations' websites.

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Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ Wildscreen on Think or Swim? This project will bring together community 102,185 69,335 behalf of Bristol based film makers and professional Natural communicators to work with young people in Consortium the development of short films to be used as cultural drivers within their community and as tools for engaging with otherwise hard to reach audiences. The initiative aim is to utilise peer to peer communication of climate change issues to shape messages in an appropriate style and language to engage new audiences. Community Climate To develop, market and run a series of fun and 28,990 56,330 Energy Plus Change………. So engaging, informative, slightly irreverent but What! The Pub challenging pub quizzes across the county. Quiz Followed up by discussion on the evening at which at least one climate change expert will be present, the quiz itself will encourage people to come up and talk to us for more information and clarification. Stoke on Trent Cool City The Cool City campaign - The local population 50,354 47,953 City Council will be encouraged to sign up to the Cool City website which will provide clear information on the causes of climate change, the effects and the actions that can be taken to reduce our impact. Supporters and local businesses, contacted through the North Staffordshire Chamber of Commerce, will be encouraged to sign up to the One Tonne Challenge, which challenges them to reduce their CO2 emissions by 1 tonne, and then report their success to the online community. The Cool City blog - This online diary will cover a fictional person's day to day life. It will be interesting, humorous and will focus on normal life: climate change issues will be introduced through casual discussion of world events, garden plant growth, flooded cellars etc. At the end of the campaign the 'identity' (i.e. the Cool City project) and purpose of the blog will be revealed. Wmnet - Climate Change WMnet will increase the quantity and quality of 95,000 95,000 Shropshire Resources - A teaching about climate change in schools by County Council Portal and developing an online one-stop shop to provide Gateway for UK teachers with stimulating teaching resources, Climate Change activities, guidance and support materials for Resources to teaching climate change. The project builds on Support and successful work already initiated by WMnet. The Enrich Teaching primary focus of the project will be on making and Learning in resources and materials easy to find and to Schools employ, irrespective of whether the teacher wishes to enhance the teaching of a particular subject, cover a new topic or meet a specific requirement of the national curriculum.

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Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ Castle Vale Castle Vale - Our The project is an advertising campaign focusing 16,100 0 Community Climate on Castle Vale, a disadvantaged area that has Housing Challenge undergone a successful regeneration Association programme. The campaign will change attitudes about causes of climate change and what the impact is, making people in Castle Vale to contribute, the campaign will tie in global issues. There will be radio advertisements with different messages, leaflets delivered to all homes with the community newspaper. The campaign will relate to local residents and will link with what happens in the wider world, encouraging people to think globally and take action locally. Groundwork Birmingham Groundwork Birmingham and Solihull will add 15,332 0 Birmingham & Climate Change awareness raising on climate change into the Solihull Champions existing city-wide Street Champions programme, which is just entering its second year. The grant will support the production and delivery of a training package for Street Champions around the causes of climate change, its impacts on everyday life and the potential for residents to make a positive contribution towards mitigating these impacts. The Rural Marches Cinema We seek to create an entertaining and 34,667 0 Media Company Short Film informative Cinema Short, to be shown throughout the rural communities in the West Midlands. The film will be made using a professional TV/film crew and produced to very high quality, aiming to address the key rural attitudes toward climate change in the Marches. The Wasteless Join The Great "Join The Great Escape, communicating the 16,300 39,750 Society Escape, escape" involves targeted outreach using communicating networks to communicate with the local people. the escape The outreach programme will be managed by a part time project officer and delivered by trained volunteers at a local level the volunteers. The volunteers will receive training and be given a toolkit of information and advice to share with their community. The aim is for 50% of all households within the area to be brought on to the first step of the journey of understanding climate change. The second part of the project involves a theatre production to explain the causes and effects of climate change. It will be educational and humorous, designed to engage a range of audiences, including families. The play will tour local venues and will be staged at regional events and shows.

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Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ Shropshire Shropshire Low The work will consist of communications in the 3 20,000 0 County Council Carbon communities over a two year Communities Communities Climate period. Each element of the project will Climate seek to address a specific or general Communications Communications attitude to climate change and move the target group towards engagement and Shropshire County empowerment about their ability to do the right thing. The portfolio will be made 20,000 0 Council up as follows: a) Street banners- Inspirational messages about climate change, strung up at key thoroughfares rotating around the 3 communities. b) Climate Change newsletter- either through a bespoke publication or using pre- existing local publications give climate change a regular outing in printed media. Shenley Climate Change Funding will be used to train school teachers 29,316 0 Extended in Shenley who will influence attitudes across the Provision community including pupils, their parents and Partnership grandparents. The project will be showcased within the West Midlands Intergenerational Network. An Eco-Inspire event will be held to allow pupils and parents to work together in schools on climate change activities to raise awareness and allow parents and children to learn from each other about. Community-wide events will also be carried out to provide climate change awareness. Winterbourne Working with This project will communicate the impact of 10,200 0 Botanic Garden the Weather - climate change together with a range of What can we do solutions for the individual in a domestic garden about climate setting. The project will demonstrate the effects change of Climate Change on our seasons and raise awareness of its diverse affects on us. A model garden will demonstrate further issues and what can be done with many detailed examples. An event with a speaker will publicise the leaflet with facts and practical tips. Teachers in Have you? - The project is about getting people talking about 27,000 21,250 Development Let’s Talk Climate Change to change attitudes and Education Climate Change confidence about seeking appropriate action. Project Tide is a local teachers network that makes it possible to present an appropriate 'tone of voice'. The focus on a student led initiative working in partnership with teachers to provide opportunities for young people to engage with the issues and debate about our future. The project will design a core package and key events to share ideas citywide.

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Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ Keele University Being Greener & Utilising the ready-made partnerships and 35,816 29,230 Cleaner; communications channels at Keele University Promoting Public three different audiences will be targeted using Awareness of interactive sessions run at Keele and road show Climate Change style demonstrations in busy public places in the & Embracing local area (ie shopping centres). As part of these Environmental activities the following materials will be Citizenship produced 1) hands on practical and interactive demonstrations of solar, wind and biomass power, including fuel cell cars 2) high quality posters and leaflets conveying the project message for display and distribution at demonstrations, these will be produced using Keele's professional digital imaging services (KUDS) as part of the partnership 3) video imagery of different visions of the future under different climate and action scenarios created by partners in the Media and Communications centre at Keele University. Materials, including novel promotional materials, made from a wide range of reusable material will be provided Big Brum Using Theatre in This is a theatre in education programme. It is a 13,355 0 Theatre in education to focused project to develop the capacity of Education develop teachers to communicate climate change issues Company understanding of to young children and their parents. Through a climate change combination of storytelling with participating among primary activities for children. The children will thus school pupils investigate not only climate change but also the and their closely linked concept of social responsibility. parents & teachers Stockholm ClimateTalk 50+ ClimateTalk 50+ is a 15 month project aimed at 26,114 33,641 Environment challenging public attitudes in the 50+ age Institute group in North Yorkshire. A multi-pronged approach will be taken to engage this audience in discussion and debate using local radio, local press, public seminars, the internet and art. City of Bradford Climate Change The Awareness to Action Campaign will involve 90,700 110,200 Metropolitan - together We high visibility advertising, a website and District Council Can Beat It! supportive print. The aim of the campaign is to (Look for Post demonstrate that climate change is real and its Code BD1 1HY) happening now. It is a local issue and that it can be tackled by some simple actions. Our message is 'Climate Change- it's real and it's now'. This sets the scene, bringing the issue to people's attention. We will use high impact local imagery and symbols so people in our community will be more able to relate to climate change. We will run a schools programme to build awareness of climate change. We will produce an exciting theatre production with workshops to engage children in the issues. We will target primary schools within the area with a focus on ethnic minority schools.

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Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ Sheffield Whatever The The project is designed to operate on a number 55,423 41,577 Galleries & Weather of levels, maximising impact and audience Museums Trust reach. At its core will be an exhibition exploring the weather and how it works, our dependency upon it, how it is changing and what we can do to help slow down the changes. The exhibition will tour from Sheffield to Sunderland and Croydon over period of two years. Supporting the exhibition in each region will be a pilot programme of outreach work targeted at hard to reach groups already identified by the partners, together with expert curriculum days for schools and workshops with practising scientists that link theory to its practical application for KS3 and 4 pupils. A special 'Weather' section will be created on the SGMT website. The SGMT site will encourage individuals to 'pledge' a positive change in their behaviour. Calderdale The Calderdale To localise messages about climate change. To 53,266 44,375 Sustainability Climate provide regional/national organisations with the Forum Ltd. Challenge opportunity to 'step down' their messages to Awareness that local level. Create a trusted, friendly & Project positive location to communicate. To provide a template for the transfer of this localised approach to other regional/national locations. Bradford The Long Range Bradford Community Broadcasting (BCB) will use 26,510 37,643 Community Weather the accessible medium of Community Radio to Broadcasting Forecast for the communicate the important issues around Bradford Area climate change. Working with community partners, we will produce and present a series of relevant and accessible radio features, programmes, jingles and information pieces to be broadcast to audiences across the Bradford District, tackling a different theme each month. Kingston Upon Below the The aim is to highlight both the negative 43,469 67,948 Hull City Council Waterline - what impacts and perceived positive impacts (e.g. climate change longer warmer summers) through a poster means for Hull. campaign on bus stops, buses, collectable postcards etc. Showing of the " Tomorrow's Climate, Today’s Challenge' DVD on the Big Screen in Hull City Centre. This collateral will be backed up with advertisements in Hull distributed to all households that will take the poster themes explain them further and make the implications personnel. Seminars will also be held with the business sector to highlight the impact of climate change on their businesses and workforce.

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Name Project Title Project Description Funding, Funding, 2006-07, £ 2007-08, £ Taleem Youth Youth Zone The youth zone friendly project will look at 9,390 0 Forum Friendly Project creating positive attitude changes amongst youth in Savile Town/Dewsbury area on the topic of climate change, especially targeting ethnic minority youth in the area. The project will use existing communication channels to achieve a positive impact in the community. The project will hold seminars. Total 4,682,124 3,949,982

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